Velvet CARE is much more than just a popular brand. The company is made up of a 800-strong team of employees who contribute daily to its values and position on the market. It is the people who make Velvet CARE one of the largest manufacturers of hygiene products in Poland. We develop the quality of our products together, respecting each other and taking into account the complex needs of our customers.
Every day, Velvet CARE products are used throughout Poland – under brands such as Velvet, Classic or Apsik, and also under private label brands of our clients (retail chains). We feel an obligation to maintain their superior quality which contributes to the domestic comfort of our Polish customers. The Velvet brand has constantly been by their side since 1997. It was the first brand of high-quality toilet paper and Facial tissue on the Polish market. Several years later, kitchen paper towels were added to the product range. Many of the products introduced since then have been truly innovative and have transformed the lives of our customers. For this reason, Velvet has long been the favourite brand of Polish consumers and a synonym for the product category.
Velvet CARE was founded in August 2013, although its origins date from 1897.
This was when the Paper Mill in Klucze near Olkusz was established. In the last twenty years, the Paper Mill in Klucze and the Velvet brand alike have undergone several ownership changes.
Between 1996 and 2013, the company was part of the American worldwide corporations: International Paper, followed by Kimberly Clark. Being a part of international corporations allowed the managerial staff to acquire extensive know-how and a global perspective on business.
This paved the way for a management buyout and the creation of Velvet CARE together with the Avallon private equity fund in 2013. In 2018, the company gained a new majority shareholder – the Abris fund, a partner for further business development. As part of this partnership, the company completed its first international acquisition by purchasing the Czech company Moracell in 2020.
When Velvet CARE was established, the largest investment project in the history of the paper mill, worth over 250 million PLN, also began.
The first stage consisted of the launch of 5 new converting lines. A significant event was the commissioning in April 2015 of a technological line dedicated to wet products. In doing so, Velvet CARE has expanded its business activity profile and stepped outside the boundaries of a paper product manufacturer. The next stage was the opening of a modern finished goods warehouse in 2017, which streamlined distribution and increased the company’s flexibility.
The most important stage of this investment project was the launch of the new TM7 paper machine in March 2018. The vision and bold investment steps meant that 3 years later – in December 2021 – the Velvet CARE machinery park was expanded with another modern TM8 paper machine. Both machines are 5.6 m wide (twice as wide as standard machines) and are among the largest and most modern devices of this type in Central and Eastern Europe. Our activities definitely do not end there, and we have plans for further strategic investments.
These achievements make us exceptionally proud and encourage us to engage in bold development strategies that will ensure Velvet CARE’s continued growth. Since 2013, the paper mill in Klucze has significantly developed its processing department, which currently operates several lines for rolled and folded products.
Thanks to these gradually implemented investments, we continue to considerably increase our turnover and the production capacity of Velvet CARE. We continue to strengthen our company’s position as the leader on the market of paper hygiene products in Poland and strive to achieve the same across the whole of Central and Eastern Europe.
The improvement of production processes means greater production efficiency and the ability to set goals which bring comprehensive benefits. We are a part of our local community, and we act in harmony with the surrounding environment.
In 2020, we brought this ecological vision to life by creating the Eco Agenda 2025 “Achieve more with less”. This is yet another foundation of the Velvet CARE’s strategy. Eco Agenda 2025 comprises our guidelines for acting in accordance with natural resources conservation requirements and the objectives we want to achieve by 2025. As part of these measures, we have already stopped utilizing the coal-fired boiler plant and are reducing the consumption of water by the processing plants.
Our Quality and Environmental Management System complies with the requirements of 9001 and 14001 standards. In January 2016, Velvet CARE received the prestigious BRC CP certification. Being one of the more restrictive standards, it is aimed at ensuring product safety for consumers as well as meeting legal and quality requirements for the sales market. Another achievement is the IFS certification – an exceedingly important certificate, especially in relations with customers in export markets.
The company has also been awarded several important certificates linked to environmental protection. These include the EU ECOLABEL certificate, which permits the use of the EU Ecolabel for Veltie toilet paper and Veltie paper towel, and the FSC® (C119667) and PEFC (PEFC/32-31-086) certificates.
In the interest of our employees’ safety, we have implemented and certified the OHS Management System according to the ISO 45001:2018 standard, and whilst implementing the assumptions of the Eco Agenda 2025 sustainable development strategy, we have introduced the energy management system ISO 50001:2018.